Opinion
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Chiara Manco, April 2021
As the WARC Awards for Asian Strategy enter their 11th year, Chiara Manco looks at how strategy can future-proof businesses, growing brands and inspiring the industry.
Article
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Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021
Reputation tracking is important, especially in a digital world – Meltwater’s Mimrah Mahmood shares a few efficient and cost-effective ways to incorporate digital into a company's existing reputation tracker.
Article
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Sonia David and Bill Zengel, WARC Exclusive, April 2021
ANA Business Marketing Practice’s Sonia David and Bill Zengel, explore how leading B2B marketers are using emotion, purpose and problem solving to reach a new generation of business buyers.
Article
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WARC Best Practice, April 2021
A summary of new thinking and best practice on rethinking B2B marketing.
Opinion
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Geoff Northcott, April 2021
AKQA’s Geoff Northcott, Jury President of the 2021 Creative Business Transformation Lions, explores how brands can embrace a transformational culture and unlock progress through creativity.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for media excellence in 2020.
Article
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Alex Brownsell, WARC Exclusive, April 2021
UM’s Wendy Aldrich, EVP, Managing Partner, and Kristine Swanepoel, SVP, Strategy, West Coast, discuss Hulu’s award-winning ‘The Shape of History’ campaign.
Opinion
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Jean Lin, April 2021
It’s tempting to see 2020 as a year where the world was stuck on pause. Yet in many ways it has been a story of radical transformation. Faced with unprecedented problems, businesses evolve as never before, and open up to new possibilities.
Opinion
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Karen Crum, April 2021
Karen Crum, of McCann Worldgroup, explores why showing impact is central to the present and future of advertising - part of the 'Marketing through volatility' report.
Article
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Alex Brownsell, WARC Exclusive, April 2021
WARC asked Gal Swisa, Always Brand Leader at P&G Israel, and Gilad Kat, Mediacom’s Team P&G Communication Planning Director, about the success of ‘Rabbi Bot’.
Opinion
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Chiara Manco, April 2021
A region with a long history of purposeful work, MENA is witnessing a new push for purpose dictated by the pandemic. WARC’s Chiara Manco explores its challenges and opportunities.
Article
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Junk Desk, WARC Exclusive, Spotlight SEA, April 2021
The pandemic has transformed our beliefs and knowledge systems and TSLA’s Cultural research desk says brands need to leverage changing worldviews and behaviours in a lasting way, with partnerships able to trigger or tap into these greater shifts.
Article
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Siyoree Thaitrakulpanich, WARC Exclusive, Spotlight SEA, April 2021
Amid COVID-19, brands and organisations in Thailand have partnered up to quickly and efficiently provide for people’s everyday needs without having to re-develop their own capacities; Ogilvy’s Siyoree Thaitrakulpanich says brands and organisations realise they now have to really focus on the consumer and cannot get away with merely saying they care.
Article
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Brian Carruthers, Event Reports, MRS Impact conference, March 2021
After twelve months of pandemic and lockdowns, brands are taking stock of the past year and making decisions on where to go next.
Article
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Brian Carruthers, WARC Exclusive, March, 2021
When he was chief marketing and communications officer of Unilever, Keith Weed pushed forward an agenda focused on issues around purpose, diversity and sustainability.
Opinion
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Ruth Warder, March 2021
Over the last year we’ve moved into a new era of relationship between consumers and brands. In 2020 at points it seemed as if people cared more about what brands and companies were doing and saying than they did about what they were selling. Ignited by the pandemic, social injustice in the USA and an increased action on climate, people urgently wanted to know how companies were having a positive impact in the world. This has paved a new path for brands and businesses that requires careful and considered navigation.
Article
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Low Lai Chow, Event Reports, Spikes Asia X Campaign, March 2021
Purpose is at the centre of all that Unilever does – not just because the consumer goods giant believes it is the right thing to do but because it is also the best way to ensure long-term growth.
Article
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Sam Hollis, WARC Exclusive, March 2021
As the discussion around sustainability grows increasingly complex, brands are turning to new frameworks and methodologies – including B Corporation status – to help them navigate the path ahead.
Research Paper
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Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021
Breaking taboos and engaging a rap artist are just some of the ways India’s big brands created successful marketing campaigns.
Article
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Euromonitor , Research on WARC, March, 2021
As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.
Article
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Stephen Whiteside, Research on WARC, March 2021
Social good campaigns often fail because of errors related to strategy, research and objective-setting, according to a study published in Social Marketing Quarterly.
Article
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Kai Geertsema, WARC Exclusive, March 2021
The automotive industry is being disrupted by technology and a shift toward environmental credentials, as well as the negative impact of COVID-19.
Article
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WARC Strategy Toolkit, March 2021
This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.
Research Paper
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Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and I-Ting Tsai, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 58-77
The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type.
